Ponencia
Measuring the Impact of Content Adaptation on Social Media Engagement
Autor/es | Akbar, Zaenal
Toma, Ioan García Rodríguez, José María ![]() ![]() ![]() ![]() ![]() ![]() ![]() Fensel, Dieter |
Departamento | Universidad de Sevilla. Departamento de Lenguajes y Sistemas Informáticos |
Fecha de publicación | 2015 |
Fecha de depósito | 2022-12-09 |
Publicado en |
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ISBN/ISSN | 978-1-5108-0909-3 |
Resumen | The ultimate goal of social media marketing is to reach and engage with the widest
audience possible. Usually, the content published on social media channels must be adapted in order
to meet the requirements of the ... The ultimate goal of social media marketing is to reach and engage with the widest audience possible. Usually, the content published on social media channels must be adapted in order to meet the requirements of the target channels. This process, known as content adaptation, requires human knowledge to determine how the content should be prepared to meet the channel requirements, and to spread it across the channel as fast as possible. Extracting this knowledge for content adaptation is a challenging task due to the constant evolution of the variety of human experiences and social media channels. In this paper, we show how we acquire and learn this knowledge as our first step towards content adaptation automation. We determine the social media posts properties that could be affected by the content adaptation. Those properties are: (i) presentation property where a post can be seen as a collection of terms, (ii) hypermedia property where a post can be seen as a collection of media connected by hyperlinks, and (iii) named-entity property where a post can be seen as a collection of real world entities. Based on these properties, the most engaged posts are selected and their similarity degrees to their original sources are computed and compared. From the similarity degree comparison, we can devise recommendations on how to obtain the highest engagement on a particular social channel by fine-tuning the content adaptation on each property. |
Cita | Akbar, Z., Toma, I., García Rodríguez, J.M. y Fensel, D. (2015). Measuring the Impact of Content Adaptation on Social Media Engagement. En ECSM 2015: 2nd European Conference on Social Media (1-10), Porto, Portugal: Academic Conferences. |
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